MARKETING MANAGEMENT

Course Code : MKT 351

 INSTRUCTIONS
• Mark your attendance one time only.
• Login from your official ID
• Follow the below mention pattern for attendance
Name , Reg. ID, Program & Semester
• Meeting will be locked at 9:30 A.M.
• Class will be of 2.5 hrs 09:00 P.M-11:30 A.M.
• Lecture Slides, Videos & Reading Material are available at Kasbit
LMS
• For any query contact me through email/In Person.
• For class clashes/email troubles or any management related issue
kindly contact Student Coordinators/Counselors
 Class in B1 Room 1
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 TOPICS TO BE COVERED
• Marketing Mix and the Customer Mix
• Customer Value and Satisfaction
• Delivering Customer Value and
Satisfaction
• The Nature of High Performance
Business
• Generic Value Chain Model
 Some Antecedents of Marketing
• First Departmental Store
• First Newspaper Add
• First Advertising Agency
• First Brand Name Product
• First Packaging
• First Marketing Research
Dept
• Mitsui Family (Japan)-1650
• For Coffee in England-1652
• N.W Ayars&Sons-1869
• Pear’s Soap-1870
• Laundry Soap in England-
1880.
• Curtis Publishing Co.-1911
What People Dislike About Marketing
• Exaggeration
– In factory we make cosmetics; in the store we sell
hope’’---Revlon
• Hard Selling and Pressure selling
• Buy now; pay later(giving loans to those who
can’t repay)
• Too Much Choices
• Planned obsolescence
 Marketing Mix and the Customer

Four Ps Four Cs
• Product • Customer
• Price solution
• Place • Customer cost
• Promotion • Convenience
• Communication
 Role & Relevance
SITUATION ANALYSIS

MARKETING GOALS

MARKETING INSTRUMENTS

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

TYPES OF CEOs
 FOOD PANDA CASE STUDY
 
• About Foodpanda
• Hungry? Too tired to cook or go out for food? Stuck gnawing at suspicious
looking chicken from the fridge? It happens to the best of us. If you don’t
have an Internet connection, get back to your chicken. But if you do, check
out Foodpanda. It’s one of the most popular online food delivery services in
India as well as many other countries around the world.
• Foodpanda has the highest reach in India. No online food delivery is too
difficult for Foodpanda. Additionally, the increasing role of digital marketing
in online businesses has helped greatly in making Foodpanda a global name.
• Foodpanda’s achievements till date
• Founded in May 2012
• Operating across five continents and 24 countries
• Active in more than 500 cities around the world
• Partners with more than 40,000 restaurants globally
• With a team of more than 4,000 people worldwide
• Increasing popularity
• Foodpanda has over 2.2 million likes on Facebook and 26.7 K followers on twitter account.
What sets them apart from their competitors is that they are able to take a worldwide brand
and make it country specific, and market themselves accordingly. They know what their
consumers want, and they know how to get it to them.
• Marketing Strategy of FoodPanda
• Email Marketing:
• Foodpanda is utilizing the full power of email marketing. Once you have ordered with
Foodpanda then many a times you must have received a mail with various promotion and
discount coupons. The company always tries to ensure that their user’s first experience
remains awesome and then they try to retarget them through discounted and promotional
emails.
•  
• Social Media Marketing:
• Foodpanda ran a campaign on social media in 2013. The campaign promoted the brand and
increased the brand popularity among the customers.
• People need to use the code “IPAD” at the time of placing the order. Using the code makes
them eligible for the contest. People can increase their chance of winning the iPad by making
more orders.
• Foodpanda’s Facebook page shows its popularity on Facebook as it has more than 2.2 million
fans on its page. Foodpanda on Twitter also has a strong follower base with 26.7K followers
over thethe platform. Solving the customers query through social media has created a faith for
the brand among the customers.
• Mobile Marketing:
• The time Foodpanda started and entered the market in 2012, people were not clear about the
business model of the company. Some thought that Foodpanda as a restaurant while others thought
it as food supplier and food Delivery Company. But now users have a clear view of what Foodpanda is
all about.
• Mobile has played a great role in the success of the company. Most of the orders coming from the
mobile app, Foodpanda now focus more on mobile marketing.
• Foodpanda user friendly mobile app has made it easily accessible and available for the customers to
access it from anywhere anytime.
• Q-Commerce & Dark Stores
• At the behest of Delivery Hero SE, the European multinational online food-delivery service that is its
parent company, Foodpanda Pakistan has ramped up its vertical integration to include dark stores,
Home Chefs, Pandamart, warehouse as a service (WaaS), and cloud kitchens in Pakistan. With the
rise of 
direct to consumer experimentation by consumer goods businesses in Pakistan, along with COVID-19
forcing the hotel, restaurant, and cafe’s (
HoReCa
) industry to seek online paths of customer acquisition, the latest business divisions of Foodpanda Pa
kistan have begun to reap their rewards.
Competitors
• In Pakistan, Foodpanda competes with Careem, Bykea, Cheetay, Eat Mubarak, Supermeal
, and several more delivery companies, as the HoReCa
space becomes increasingly commoditized and challenger brands sacrifice margins for growth with p
enetration pricing. The food delivery space has few points of differentiation, with larger companies s
uch as Foodpanda and
 CASE STUDY
• Identify the 7ps of Marketing
• Discuss the Marketing Strategies of Food
Panda